The Case of Mars Bar Research Paper Example | Topics and Well Written Essays - 1750 words

The Case of Mars Bar - Research Paper Example This is the major difference between the qualitative research methodology and quantitative research methodology. The major kinds of qualitative research include depth interviews, which are face to face, focus groups and other techniques. Moreover, video chats, video conferencing, voice chats, group chats and internet interviewing are also included in the qualitative researching techniques3, 4,5. 4. Methodology Applied In order to conduct a qualitative marketing research in this respect, the researcher of this study makes use of the findings resulting from the conduct of the following interviews and discussions: Online Focus Group Interviews; Face to Face – Depth Interviews; and Focus Group Interviews Online interviews are preferred in this study as they are cost saving and require no physical space where the interviewee and interviewer could meet. Moreover, they are flexible and conducting in a very short time without requiring significant arrangements6. The disadvantages of o nline interviews include distant conversation in which the participants are sometimes distracted and therefore lack interest and motivation to participate. On the other hand, in case of depth interviews, there is a benefit that both interviewer and interviewee are able to talk to each other at the same physical place and therefore both can have a better understanding of each other’s facial expressions and gestures. Moreover, the depth interviews result in more precise and accurate information as the interviewer is more able to comprehend what interviewee wants to say6,7. However, the analysis of data resulting from depth interviews takes a lot of time and it is also possible that the interview does not follow a particular standard. Lastly,... Center of discussion in this paper is Mars Bar, a chocolate bar, which is manufactured by the company named Mars, Inc. The company began the production of the Mars chocolate back in 1932 in the UK. The chocolate bar, Mars is manufactured also in the United States of America and Canada and other parts of the world. Mars has introduced different varieties of its chocolate bars for different parts of the world while keeping in view the tastes and preferences of the people inhibiting there. In order to conduct a qualitative marketing research in this respect, the researcher of this study makes use of the findings resulting from the conduct of the following interviews and discussions: †¢ Online Focus Group Interviews; †¢ Face to Face – Depth Interviews; and †¢ Focus Group Interviews The online interviews conducted in this study revealed that there are mixed perceptions among the consumers of chocolate as to their preferences and choices for chocolates. It can be observed from the online interviews that the participants showed high preference towards Mars Bar, except one. All the respondents who preferred eating Mars over other chocolate brands were of the opinion that the taste of the chocolate is the major motivating factor which makes them to prefer Mars. When asked about the packaging of the Mars Bar, one participant shared his views by saying that, â€Å"it does not matter what packaging or wrapper is being used to cover up the chocolate†¦ it is all about what is inside the wrapper or packaging†¦ the issue of thin foil is, in my opinion, not an issue at all.† Other participants were of the opinion that there is no need to change the packaging.

International Business in the Globalization Environment Dissertation

International Business in the Globalization Environment - Dissertation Example Managers tend to see the international market as societies in microcosm with their own specific cultures and ways of transmitting these cultures to their members. Samiee et al (2005) and Verlegh (2007) examine the impact on a home country and unique brand image of the product on perception and buying patterns in targeted markets. They find that national stereotypes and buyer attitudes toward countries of origin influence the buying process and profitability of the company. Another layer of literature is based on theoretical materials and concepts aimed to discuss and evaluate business strategies and international marketing trends around the world. ... They examine the impact of culture on the formulation and the application of an international marketing strategy. The home country and the host country environment constitute an open interaction system. The strategies of the firm play the primary role in the interaction; secondary roles are played by a number of other players. Special attention should be given to such countries as Malaysia, Thailand and Philippine affected by strong national culture and traditions. The results of the interaction may be more or less successful from the point of view of the firm, the host country, or other institutions or organizations involved (Balabanis et al 157). The host country environment presents another set of macro factors. On the macro environmental level, cultural forces need to be evaluated. On the microenvironmental level, the factors become more specific; they include (1) buyer-seller relationships, (2) nature of supply and demand, (3) market price mechanism, (4) nature of competition, (5) barriers to market entry, and (6) nature of the distribution. At the operational level, factors such as (1) sof t versus hard currency, (2) exchange rate fluctuations, (3) inflation, (4) tariffs and quotas, and (5) invisible barriers become extremely important (Doole and Lowe 82). Research suggests that "cultural distance" also presents a major challenge to an entrepreneur assessing the potential of the host market.